The demand for online grocery delivery in Estonia has been on the rise in recent years, with more and more consumers opting for the convenience of having their groceries delivered to their doorstep.
Customer preferences: Estonian consumers have shown a growing preference for online grocery shopping due to its convenience and time-saving benefits. The COVID-19 pandemic has further accelerated this trend as more people are choosing to avoid crowded places like supermarkets. Customers are also increasingly looking for more variety and options in their online grocery orders, including organic and locally-sourced products.
Trends in the market: The online grocery market in Estonia is becoming increasingly competitive, with both local and international players entering the market. This has led to greater innovation in terms of delivery options, including same-day and express delivery services. The use of technology, such as mobile apps and AI-powered recommendations, is also on the rise, making the online shopping experience more personalized and efficient.
Local special circumstances: Estonia is a small country with a relatively small population, which presents both opportunities and challenges for online grocery retailers. While the market may not be as large as other countries, it is also less saturated, allowing for new players to enter and carve out a niche. Additionally, the country's high internet penetration rate and tech-savvy population make it an attractive market for online retailers.
Underlying macroeconomic factors: Estonia has a strong and stable economy, with a high GDP per capita and low unemployment rate. This has led to a relatively affluent population with disposable income to spend on convenience services like online grocery delivery. Additionally, the country's high level of digitalization and e-commerce infrastructure make it an ideal market for online retailers. However, the country's small size and population may limit the growth potential of the online grocery market in the long term.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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